Bursa Google Advertisement, Advantages of Advertising on Google, How to Start Google Ads ?

Bursa Google Ads

What are Google Ads? Google Ads (formerly Google AdWords) is an online advertising service that allows businesses to post their ads on Google's search results page. Ads look almost identical to regular search results, except for the word "Ad" in green. Google Ads are displayed at the top and bottom of the search results page.

Bursa Google Ads Example

Google Ads in Search Results Example

How Do Google Ads Work?

Google Ads is part of Google's pay-per-click (PPC) advertising platform, where businesses create, launch, and manage ads through a self-service Ad Manager platform. Text-only ads are created by businesses that are then displayed in search results based on a variety of factors, including relevant keywords and ad content, device types, time of day, and user location. Advertisers only pay when users click on their ads.

How to Get Started with Google Ads?

Advertisers should start by creating a Google Ad Manager account. After that, click the “+” sign on the Ads Manager homepage to start the new campaign creation process. Here, you’ll be asked to complete all the necessary ad creation steps, from entering your daily budget, choosing a location, selecting target keywords, changing general ad settings, and finally writing your Google ad.

Creating a New Campaign

Once you’ve completed the new campaign creation process, Google will review your ad. This can take about 24 hours. If your ad doesn’t violate any of Google’s advertising policies, it will be approved and published. It will then be eligible to appear in search results based on the keywords and campaign settings you’ve selected. Once an ad is published, advertisers can make adjustments to improve the ad’s performance, including changing keywords, changing the budget, or pausing the campaign.

A successful Google Ads campaign takes into account what users are searching for, when they’re searching, and what ad copy will be most appealing. If carefully crafted and executed well, a Google Ad can significantly increase conversions and sales for your business by targeting those who are ready to buy.

Google Ad Cost

Google Ads is a per-click advertising platform, meaning you only pay when someone clicks on your ad. The cost per click (CPC) depends on your ad keywords as well as a number of campaign settings. While the average CPC across all industries is $5, CPCs range from $1 to over $10 per click. Below, we provide industry averages, a way to estimate your ad spend, and an alternative to low-cost PPC advertising.

However, keep in mind that this competition, time of day, and location can greatly affect your CPC. For example, if you’re a real estate agent in a small town, you could bid less than $1 per click on a keyword and have your ad appear on Google. However, if you own a medical malpractice law firm in a big city, your cost per click will be much more expensive.

How to Calculate Your Google Ad Cost

You can use Google’s Keyword Planner tool to see what the suggested bids are for your ad when someone searches for certain keywords. However, instead of focusing strictly on the cost of advertising, you may also want to consider how much you can earn from advertising on Google and whether it will generate significant revenue for your business.

7 Steps to Advertising on Google

Before you can advertise on Google, you need to create a Google Ads account. Once an account is set up, click on the “+” icon in your main dashboard to begin the process of creating a new campaign. Then follow all the steps, such as setting your budget, targeting, and writing your ad.

Here’s how to create a Google Ads campaign in 7 steps:

1. Set Your Budget

The first step after logging into your Google Ads account is to set your daily budget. A good starting point might be $10 per day, but you can increase or decrease this amount once you have a better idea of ​​what you’re bidding on per keyword. You’re not guaranteed to pay this amount every day (especially if no one is clicking on your ad), but Google will make sure you don’t go over your budget.

2. Set Your Location

Next, you’ll be asked to tell Google where you want your ads to appear. This is important for local businesses because you can make sure your ad only shows people who are searching for the keyword you’re bidding on and are within a certain distance of your business. This can save you money and increase your conversion rate.

You can even target a specific radius from your ZIP code by pressing “Advanced Search” and selecting “Radius Targeting.” This is especially useful for brick-and-mortar businesses who want to make sure their ads only show advertisers who are close enough to visit them. For example, if you know people don’t typically travel more than 10 miles to visit you, set your radius to 10 miles.

Another tip for using radius targeting is to set a number of different radius targets, then adjust bids by location, allowing your ad spend to be focused on users who are closer to your location. For example, you can enter your business address, then target 2 miles, 5 miles, and 10 miles. Add bid adjustments to each for a 20% bid increase in a two-mile radius, a 10% bid increase in a five-mile radius, and no increase in a 10-mile radius.

3. Choose a Search Network

The next step is to choose your ad network. Google lets you choose between showing your ads only on Google’s search results page (the search network) and on Google content sites (including the display network). If you choose the display network, your ad may appear on other sites like YouTube and Gmail. We recommend starting with the search network, as this ensures that your ad only shows up for people searching for your type of business.

4. Choose Your Keywords

Next, choose keywords for your ad. Keywords are terms or phrases that people enter into Google when using the search engine. When setting up your ad, you can choose which keywords you want to trigger. Google will suggest keywords for you to use based on your website content, and will also let you know how popular a keyword is. You can also choose your keyword match types and enter negative keywords.

Check Out Google Suggestions

Google has good suggestions for each of the keyword categories above, so we recommend using those first. If you want to add more keywords after you’ve set up your account, Google has a helpful resource in the “Tools” section of your Google Ads account called Keyword Planner. This will help you get ideas for other terms you could use.

For example, when we typed “doner bursa” and then clicked “Get Ideas,” one of the suggested terms was “doner presentation in Bursa,” which is a phrase we didn’t think we would use for an ad. Since Google has data on every search, you can see that trends and common searches are popular for your type of business that you may not have noticed.

Another good strategy is to focus on keywords that are more than two words long, also known as long-tail keywords. Since these are more specific, there will be less competition. For example, a doner place in Bursa might choose “best doner in Bursa” or “doner companies in Bursa” over a more general keyword like “doner.”

Determine Your Keywords Match Type Next, select your match types. Google Ads uses keyword match types to determine when your ad will appear based on various combinations of your keywords. Match types allow for different variations of keywords or search terms, such as showing your ad when a user searches for “white tennis shoes” or “white tennis shoes” for your keywords.

There are four different keyword matching options to choose from: Broad match: This is the default match type that your keywords are assigned to, and it reaches the broadest audience of the options. This may seem like a good thing, but since your ad is eligible to show whenever a search query contains your keyword in any order (including synonyms), your ad may actually show on searches that aren’t related. Broad match modifier: This option provides a bit more control than broad match, as you can lock specific keywords in place. All you have to do is add a “+” in front of a word, and it lets Google know that the search must contain that word in order for your ad to trigger. For example, if your restaurant specializes in döner in the Bursa area and doesn’t specialize in other types of food, you might want to bid on the keyword “+ döner in Bursa” so that your ad doesn’t appear when someone searches for “Bursa restaurant.” Phrase match: This option is right next to the control line. With phrase match, the search terms must be in the same order as your keywords in order to trigger your ads, but there may be other words before or after the phrase. So if your keyword is “Bursa restaurant,” your ad won’t show up when someone searches for “restaurant Bursa,” but someone may search for “best Bursa restaurant.” To tell Google that you want a phrase match, you’ll need to put quotation marks around the phrase. Exact match: This option works as it sounds. In order for your ad to show, someone must search for the exact keywords in the same order and without any other words before or after them. So, if you want an exact match on “Bursa restaurant,” your ad won’t show for “best Bursa restaurant” or “restaurant in Bursa.” If you want to be an exact match, you’ll need to put parentheses around your phrase (for example, [Bursa restaurant]). Small business owners should use a combination of these match types for their keywords. Starting with the broad match modifier and phrase match is a good place to start. Broad match will get the most clicks at the lowest CPC; however, your ads will show less relevant search terms, potentially driving low-quality clicks. Exact match will get the most relevant clicks, but will get lower click volume at a higher CPC.

Leverage Negative Keywords

The next step is to choose negative keywords. These work as the opposite of standard keywords, as they tell Google when it won’t show your ad. For example, a company that makes high-quality garage doors will use the word “cheap” as a negative keyword to avoid showing their ads to people who want a low-cost garage door. Another example might be a marketing agency that uses “jobs” as a negative keyword to prevent their ads from showing when people search for “marketing agency jobs.”

Think about the different ways people might search for your keywords. Add irrelevant keywords to your negative keyword list. Another way to do this is to frequently review your search terms and add irrelevant words to your negative keyword list to prevent your ad terms from being spent on low-quality queries.

5. Set Your Keyword Bid

Once you have chosen your keywords, you choose your keyword bid. This is the amount you are willing to pay for a click on your ad. You are bidding on keywords against other websites to have your ad appear on the results page when someone searches for that keyword. If a website has an ad that is equally relevant to the search and is willing to pay more per keyword, their ad will appear higher than yours or even instead of yours.

Use Google’s Keyword Planner to figure out how much you should bid. Below is a comparison of the related keywords and bids suggested by Keyword Planner for the search “pizza rochester.”

6. Write your ad

The final step is to write your ad. You’ll need to write two headlines (or a headline and a subheadline) and a description. You have a limited number of characters for each – 30 characters for each headline and 90 characters for the description – so make sure your ad is concise and clear.

When writing your ad, think about compelling, actionable copy. Also, make sure to include the keywords you searched and selected in the previous steps. This shows Google that your ad is specifically relevant to searches that include those keywords.

7. Start, Monitor, and Optimize Your Ad

Once you’ve created your campaign, the next step is to run your ad. To do this, follow the instructions to complete the new campaign creation process. Once your ads are up and running, monitor your ads. First, review your keyword quality scores. Then, check overall campaign performance and optimize your ad to improve it.

Review Your Quality Score

Google assigns a quality score to each ad keyword, which is a number between 1-10, based on the likely click-through rate, ad relevance, and landing page experience. Essentially, this number indicates how well your ad matches a specific keyword, which determines the overall quality and relevance of your ad to searchers. Google uses this to decide on ad placement and CPCs.

Google assigns a quality score to each of your keywords based on the following:

Expected click-through rate: How likely it is that someone will click on your ad after searching for the keyword. Ad relevance: How closely related the keyword is to your ad. Landing page experience: How closely related the keyword is to the landing page or website your ad links to. You can check your keyword’s quality score by clicking on the Keywords tab in your account and adding the “Quality score” column. Keep in mind that Google multiplies your quality score by your bid to determine how your ad will rank. For example, if your quality score is 0.9 and your bid for the keyword is $1, you’ll rank higher than someone who bid $2 and got a score of 0.4.

Here’s what the formula looks like:

(0.9 x $1) = 0.9 > (0.4 x $2) = 0.8

Review Overall Campaign Performance Other areas to consider when reviewing your campaign’s performance include impressions, click-through rate, average cost per click, and your average conversion rate. Each of these key performance indicators aligns with different elements of your ad, from your ad copy to your offer or call to action (CTA).

Here are the main metrics to look at when looking at your Google Ads performance:

Impressions: Impressions are counted when your ad appears on a search results page. You’ll want to take note of the number of times your ad is shown; if you notice very few impressions, you’ll want to make sure your bid is competitive and that the keywords you’ve chosen to bid on match your ad and landing page. Click-through rate (CTR): Click-through rate is the number of ad clicks divided by the number of impressions. This percentage tells you how many people who saw your ad actually clicked. Good click-through rates vary by industry, but if your CTR is less than 1%, you should reevaluate your ad copy. Make sure your ad is compelling and provides a compelling reason for someone to click. Average cost per click (CPC): CPC is the total amount paid for your ad divided by the total number of clicks. This price tells you how much you’re paying to have someone click on your ad. Determining whether you have a manageable CPC depends on how quickly people on your site typically convert into sales. See the table in the cost section above for more information on average industry CPCs. Conversion rate: This is your key performance indicator, as it tells you how many people who clicked on your ad took the action you wanted, such as filling out a form or making a purchase. If you find that you have a good click-through rate but a low conversion rate, there may be an issue with your landing page. Creating and launching a Google ad is the first step to Google advertising success, but you need to constantly monitor and optimize your ad. Consider your goals and how the metrics above are helping you achieve them. Also, be sure to check your Google Ad Manager analytics a few times a week to make sure your ad is meeting expectations.

Differences Between Mobile and Desktop Advertising When setting up your Google Ads account, you can decide whether you want your ad to appear on desktop, mobile, or both. More than half of Google’s searches are made on mobile devices, and since people searching from phones tend to have local intent, it’s worth creating mobile ads. They differ from desktop ads in that they take up less space on a smaller mobile device, have different user intents, and CPCs vary by device type.

Here are three main differences between desktop and mobile advertising:

Device size: Since there’s less space on a mobile device, you need to make sure your message is relevant. User intent: Since people on their phones are on the go, you want to tailor your message to the device (desktop or mobile). Cost per click: CPCs are based on keywords. However, you’ll find that CPCs will vary by device. For example, tablets typically have the lowest average CPCs, and desktops have the highest. In many industries, especially business-to-business (B2B) and e-commerce, desktop ads drive the most conversions, so even though they cost more per click, they can still generate a higher return on ad spend. For example, one company created two different ads: one for mobile and one for desktop. The mobile ad includes a “click to call” button so people searching on their mobile device can search for more information. This is not included in the desktop ad because it would be inappropriate to use a “click to call” CTA for people viewing the ad on a computer rather than a phone.

We recommend creating separate ad campaigns for desktop and mobile to track how your ads perform across devices. Depending on your business type, you may want to focus your efforts on one over the other.

How Google Determines Ad Rankings

Google Ads uses an algorithm to determine which competitive bidder’s ad will appear in relevant search results. While Google Ads is a type of auction, it’s not just the highest bidder who has the best ad position. Instead, Google considers how well your ad compares to a search result, which in turn makes it more likely that someone will click on your ad. Ads with high bids and good search results are ranked higher on search pages.

Google uses these three main factors to determine when an ad will appear on the results page:

Bid: A bid is the price you’re willing to pay for a click on your ad. You bid on other keywords that people think they’re searching for if they’re interested in your product. For example, a florist might bid on the terms “roses,” “cheap bouquets,” or “wedding flowers.” Quality score: A quality score is a number that Google assigns to your ad keywords that reflects their relevance to your ad. Your ad must be relevant to the search in order to appear on the search results page. If someone searches for “wedding flowers,” it wouldn’t make sense for Google to show an ad for a nail salon. You want to make sure that the ad itself has most of the keywords you’re bidding on so that Google can tell that the ad is relevant to the search. Landing page experience: When someone clicks on your ad, the landing page they’re sent to should have content similar to the ad itself and the keywords used in the search. If you’re a salon owner and you do manicures, you want to link directly to a page with more information about manicures, rather than a page that features all of your services. Google Ads uses these and many other metrics to determine ad position. It’s important to note, however, that their algorithm changes frequently. What doesn’t seem to change is that ad position comes down to bid and quality score (which includes landing page experience). To determine which ad will appear at the top of the search results, Google multiplies your quality score by your maximum bid. The higher the number, the higher the ranking.

How to Write Effective Google Ads

Writing an eye-catching, compelling ad that gets people to click isn’t easy. You want to clearly state what you offer, what your business does, and give people a reason to click your ad—all within a limited number of characters. To help you write effective ads, use your keywords in your ad copy, use local descriptors, clean up your bid and CPC, and use ad extensions to increase the likelihood that your ad will be clicked.

Here are seven things to consider when writing your Google ad: Use your keywords in your ad: You need to use the same keywords you’re bidding on in your ad so Google can tell that your ad is relevant to the user’s search. Use local identifiers: If you’re a local business, you might want to consider using location terms in your search. If someone is searching for “Bursa kebab,” your ad titled “Best Kebab in Bursa” is likely to show up in the results and be highly relevant to someone searching for a restaurant in your area. Be clear about what you offer: The user should know right away what your business is and how you can help them when they search. If you’re a store that offers a variety of products, make sure to match your ad to the keywords they’re searching for. Give people a reason to click on your ad: There are tons of results on the first page of Google searches. You need to tell them why they should choose your business. Are you more affordable, reliable, or trustworthy? Do you have great reviews and ratings? Share this information in your ad. Have a clear call to action: Users are more likely to click on an ad if they’re instructed on the next step. For example, “Call today for a free quote” or “Enter your ZIP code to find stores near you.” Include a promotion: You might want to include an offer like “20% off today!” or “Free shipping.” If you don’t want to go overboard on the cost of advertising, even a small price offer can attract new customers to your site. Use ad extensions: Extensions display additional information about your business (like your phone numbers, store ratings, or address) as links from your ad. Adding extensions will increase the amount of space you take up on the results page and tend to have a higher click-through rate. Plus, there’s no additional cost to including extensions. A simple step you can take before writing your ads is to search for your type of business and see what kind of ads come up. You don’t want to copy other businesses’ ads exactly, but you can get a feel for what’s working and what’s not. Also, create separate ads for mobile devices that have mobile features like using a click-to-call CTA and keeping the ad copy sensitive to better fit a small mobile screen.

The Benefits of Advertising on Google

There are many benefits to advertising on Google. First, those who see your ads are already in a purchasing or interest stage and therefore more likely to click on relevant ads. Second, Google Ads are cost-effective because you only pay when someone clicks on your ad. Third, they give businesses a lot of insight through analytics and tracking that many other advertising channels don’t have.

There are three main benefits to advertising on Google:

You Can Specify Location Placement People searching on Google are actively looking for what you offer. For example, if a user searches for “pizza Bursa,” it’s not hard to assume they’re looking for a place to get pizza. Since you can set the geographic location where you want your ad to appear, you can make sure that only people in your area see your ad. For example, you can tell Google to only show your ad to people in Bursa or within a five-mile radius.

Contrast this with advertising on Facebook. While you can show an ad to someone who is an advertising enthusiast for your restaurant, you can’t show it to them the moment they search for pizza restaurants. Instead, you target them based on their wealth of demographic information and user interests.

This is what makes advertising on Google different from other types of advertising. You’re targeting people who are specifically in the market for your product or service at the moment they see your ad. Not only that, you can only target people who are in your area, which is a huge plus for local businesses.

You Only Pay If Someone Clicks on Your Ad Another appealing factor is that you only pay if your ads work. Since Google uses a pay-per-click (PPC) advertising model, you only pay if someone searches for the keyword you’re bidding on and is interested enough to click on your ad.

You can specify how much you want to pay per click on your ad and set a maximum daily budget. This is different from traditional advertising, which charges you a set fee to show your ad and doesn’t even consider whether someone looks at your ad.

Advanced Tracking Ability With the Google Ads dashboard, you can track how many people saw your ad, how many clicked on your ad, and when they took action on your website. This way, if you notice that a lot of people are clicking on your ad, but no one is buying anything from your site, you know you need to adjust the landing page or the ad itself. By highlighting how your ad is performing, you can quickly make any necessary adjustments to have a successful ad campaign.

Google’s advertiser tracking features are a huge plus for small businesses.

Imagine you own a florist and decide to run a billboard ad. Unless a customer tells you, there’s no way to tell if anyone is coming into your store because they saw the billboard. You’d be making a big advertising investment without knowing if it’s generating a positive return.

With Google Ads, you can track exactly how many people are visiting your site because they clicked on your ad. There’s very little risk involved, as you can stop running an ad at any time if you find that you’re not getting the results you want.

Bonus Tips for Successful Campaigns

While every campaign is different, there are some basic tips that all businesses should keep in mind when creating and running ads. First, regularly experiment with different creatives, budgets, and keywords that may work. Then, consider running multiple ads at once to see if multiple ad strategies will get you the results you want.

Experiment to Find What Works Just like you wouldn’t buy the first pizza recipe you came across if you owned a pizza restaurant, you don’t want to buy the first ad you wrote. You should always run at least two ads at a time. You’ll want to change something in one of the ads and test which one works best. Make sure you only make one change at a time, because if an ad starts doing exponentially better, you’ll need to know which change is driving better results.

Clean Up Your Keywords List You should also be cleaning up your keyword list on an ongoing basis. Use Google’s search term report to see which actual searches are triggering your ad. You can find this report in your account under the “Keyword” tab by clicking on the “Search terms” button. If you notice that your ad is showing for keywords that are not relevant to your site, you’ll want to remove that keyword, add it as a negative keyword, or use exact match for your keyword match type.

For example, imagine you own an eyeglass store and your ad is showing when someone searches for “wine glass” because one of your keywords is “glass.” You might want to add “wine” as a negative keyword for your ad, or make sure Google only matches your ad when someone searches for the exact phrase “glasses.”

Consider Running Multiple Campaigns at Once You’ve started running your first Google Ad, you’ll want to start running multiple campaigns at once. A campaign is a group of ads that all share a budget, location setting, and device settings. If you have a business with two locations, you’ll want to run a separate campaign for each. Then, you can use targeted keywords depending on which location the campaign is based on.

Each campaign is made up of different ad groups. Each ad group shares a list of keywords and should have a similar theme. So, if you own a home goods store, you might have an ad group that has keywords related to dinnerware and keywords related to furniture. Keep in mind that you don’t want two ad groups in the same campaign to share too many of the same keywords, because then you might be bidding on one of your ads to show.